I was reading a post today about how ranking on page two or three in the major search engines will convert better than a page one ranking.

This may be true as long as all your competitions websites suck.

However, if the competition has a powerful and emotional website that is able to show the website visitor that his or her life would be more complete better, easier and more productive, more profitable and happier, if they owned what it is that site is selling, chance are they will never make it to the second search result, much less the next page.

Rankings are good, but your website has to be able to convert or the site visitor will be off the site and on to the next one.

People focus on ranking more than website conversion and it’s the only reason someone would have to go to page three in the search results before making the purchase.

I read somewhere that 98% percent of all sites online are not turning a profit. The only reason those numbers are that high is people do not fully understand how to make a website convert.

And the sad truth is that I see more web designers pointing out really cool flash sites, then I see web designers pointing out websites that convert. The web design industry needs to spend more time educating their clients and less time trying to add the next cool thing to a web design.